Web
video gone viral
With all the interest in viral marketing lately, we have two
articles about the making of a recent web video that went viral –
and had stunning results.
The
irresistible outbreak of trust
by Michael Sarnefors
Viral marketing is replacing traditional marketing because it allows
low-cost, rapid, highly targeted, personalized, and therefore
extremely effective, communication and propagation of marketing
messages to existing and potential customers, by leveraging
relationships of trust
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The
Tipping Point: How Little Things Can Make a Big Difference
by Malcolm Gladwell
One of the best selling books on this topic!
"The best way to understand the dramatic transformation of unknown
books into bestsellers, or the rise of teenage smoking, or the phenomena
of word of mouth or any number of the other mysterious changes that mark
everyday life," writes Malcolm Gladwell, "is to think of them as
epidemics. Ideas and products and messages and behaviors spread just like
viruses do." Although anyone familiar with the theory of memetics
will recognize this concept, Gladwell's The Tipping Point has quite a few
interesting twists on the subject.
The
Anatomy of Buzz : How to Create Word of Mouth Marketing
by Emanuel Rosen
The Palm Pilot. The novel Cold Mountain. The iMac. Hotmail. FedEx. The
Blair Witch Project and There's Something About Mary. According to former
marketing exec Emanuel Rosen, they all became successful not through
traditional advertising or marketing routes, but through "buzz,"
that semitangible process through which information and commentary jump
from one brain or mouth to another.
Unleashing
the Idea Virus
by Seth Godin
Treat a product or service like a human or computer virus, contends online
promotion specialist Seth Godin, and it just might become one. In
Unleashing the Ideavirus, Godin describes ways to set any viable
commercial concept loose among those who are most likely to catch it--and
then stand aside as these recipients become infected and pass it on to
others who might do the same. |
